Property Guru Report – Content Refresh

About client

PropertyGuru (NYSE: PGRU) is Asia’s #1 PropTech, operating a portfolio of property marketplaces, Fintech solutions and data & software (SaaS) solutions.

Client needs

Eroding SEO positions due to vast amounts of outdated legacy content. PropertyGuru had not found a way to perform an economical content refresh for their legacy content. 

“Contentoo delivered spectacular Marketing ROI improvements with its use of augmented AI. It has given us a sustainable edge over the competition.” 

Bjorn Sprengers

Contentoo’s approach

Content refresh at scale through customer-specific AI combined with selected talent for moderation.
Frame 208

+14% Google SERP

+16% on-page conversions

-80% Content Production Cost

July 6, 2023

Business challenge PropertyGuru

Business performance for PropertyGuru is very much driven by its ability to generate quality traffic at low costs. Strong SERP rankings are of critical importance, and PropertyGuru had developed a strong capability towards that internally. With millions of pages under management, though, …

… holding high SERP rankings had become too complex.

Google rankings had started to erode, and PropertyGuru’s existing content operations were not able to scale within manageable costs. Initiatives to develop enhanced content generative tools internally had failed and the team realised it needed access to more advanced capabilities.

Specifically, PropertyGuru was looking for a solution that kept its SEO-critical content ‘always fresh’ and ‘brand-safe’. Brand safe meant that content would be factually correct, persuade the right customers to convert and be rated favourably by leading search engines. 


Contentoo delivered spectacular Marketing ROI improvements with its use of augmented AI. It has given us a sustainable edge over the competition. 

About PropertyGuru

PropertyGuru is Asia’s #1 PropTech company and is listed on the New York Stock Exchange (NYSE: PGRU)

PropertyGuru is Asia’s #1 PropTech company and is listed on the New York Stock Exchange (NYSE: PGRU). The Group operates a portfolio of leading real estate marketplaces, Fintech solutions and data & software (SaaS) across Southeast Asia, serving more than 50 million users monthly. The company is backed by KKR, TPG, Peter Thiel Capital and NewsCorp.PropertyGuru’s real estate marketplaces are leading in each of their markets: Singapore, Vietnam, Indonesia, Malaysia and Thailand. That leadership is rooted in superior property listing volumes and associated organic (Google) positions.

 Across the markets, PropertyGuru has more than 3 million live listings and manages more than 10 million pages structured along location, property type, price brackets, etc., as well as guides and news content to help visitors in their property search journey.

The majority of that content is created by people: real estate agents and editors. Some of it is machine-generated through content engines developed in-house.

Contentoo's approach

Contentoo first made an assessment of PropertyGuru’s content architecture and root causes for search engine erosion. It then established the parameters for designing a solution to structurally improve content performance. These parameters included elements such as:
Contentoo approach case study

Contentoo then designed a generative-AI model…

…specifically around PropertyGuru’s key content parameters. The core of the model was OpenAI’s chatGPT model, augmented by a bespoke NLP (Natural Language Programming) model that leveraged existing, relevant contextual data from a predetermined set of sources. The objective of the solution was to enhance PropertyGuru’s content quality for a pilot volume

of about 100 thousand pages and to be able to do so at pre-set repeat intervals. Contentoo also designed a ‘human intervention switch’ that would moderate AI-generated content at scale when necessary. KPIs for success were organic traffic, conversion rate and reduced content costs (see below).

Contentoo's impact delivered

Relevance for other brands

The essential challenges PropertyGuru faced were:

How can we keep our vast volumes of content performing optimally?

How can we leverage content technology without introducing brand safety risks? 

Brands experience relentless pressure to grow. Often, actual growth delivered is suboptimal because of poor content along the conversion funnel. Brands focus on creating new content but have not found solutions for doing so economically or cannot keep existing content fresh at scale. As such, Contentoo’s solution for PropertyGuru is relevant for any brand that:

Needs its online conversion funnel to perform better​

Needs its content capability to operate at higher productivity

Has large amounts of legacy content online

How your brand can benefit

Contentoo offers unique capabilities to deliver high-performing content at scale:


Selected generative AI

The Creators Cloud platform from Contentoo makes generative AI content creation accessible for all brands. You don’t need a vast IT department or in-house coding experience to leverage our powerful AI technology.


Curated creative talent

Once you’ve created a rough draft with our AI tool, our global network of creative talent steps in to ensure the highest standard of quality. That means: aligning content with your brand and tone of voice, ensuring 100% factual accuracy and adding the creative touch that makes your content unique and engaging.


Complete oversight

Creators Cloud automates and streamlines your content creation workflow. With a single intuitive interface, you gain access to our AI software and our freelance creative community.


Full-service solution

Whatever your content-creation needs, Creators Cloud has you covered: from content creation, rewriting and editing, to localisation, design, SEO, strategic consulting and more. Our platform is your one-stop solution, offering all the technology and talent you need.